Seven's coffers full

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Free-to-air television has never been truly free. But the
average cost to Victorians of watching the ABC, SBS and the three
commercial channels reached a new high of more than $100 per head
in the first six months of 2005.

The ABC and SBS were funded directly through taxes for about $23
per head, although some of that amount financed the two
broadcasters' radio services as well as their TV channels.

But consumers indirectly paid an average of more than $80 each
to the three commercial TV channels between January and June
through advertising costs built into the goods and services they
bought.

The cost for a family of four was similar to the price of a
basic $49.95 monthly subscription to Foxtel TV.

Figures released by Free TV Australia, the industry group
representing the Seven, Nine and Ten networks, show that
advertising revenue received by the three Melbourne channels and
their affiliate networks in regional Victoria rose by 3.02 per cent
in the first half of the year to $413.5 million.

The state's population reached 5 million late last year so, on
average, every Victorian contributed $82.70.

The half-yearly figures reveal that TV advertising revenue rose
nationally by 6.09 per cent to $1,634,037,893.

The main beneficiary was the Seven Network, which claims that
its revenue growth  from 29.9 per cent of the total market to
31.4  was almost double that of the whole industry. Ten's
revenue share rose marginally  30 per cent to 30.1. But the
Nine Network lost significant market share, from 40.1 per cent to
38.5.

The figures reflect considerable changes in viewing patterns
this year. Seven's audience has grown, due mainly to hit shows such
as Desperate Housewives, Lost, Border Security
and Dancing With the Stars. Ten had a slow start to the
year, with its key new show, The X-Factor, failing. And
Nine's audience share has fallen.

But in recent weeks, ratings results show that the contest
between the three commercial channels in Melbourne has been the
closest for more than five years. And competition is
intensifying.

Nine is hoping that last night's launch of its new Australian
drama series, The Alice, will give it a lift.

The new series of Australian Idol is likely to boost
Ten's ratings. And Seven is confident that the cliffhanger finales
of Desperate Housewives next Monday and Lost later
this month, along with a third series of Dancing With the
Stars next month, will maintain audience numbers.